Senior Designer · GroupeSTAHL
GroupeSTAHL
Brand and marketing design for the decorated-apparel leader.
Working across STAHLS' and Transfer Express, supporting brand and marketing design for two companies while leading design for Transfer Express, from the show floor to a 24-chapter buyer's guide.
Read the case studyTwo brands, one design voice
GroupeSTAHL is a global leader in custom apparel decoration. STAHLS', with more than 90 years in the industry, supplies heat transfer vinyl, DTF transfers, emblems, and heat-press equipment, all backed by deep education and support for shop owners.
Transfer Express, the industry leader in custom heat transfers since 1990, serves over a million creators, from first-time entrepreneurs to high-volume shops. I supported brand and marketing design across both brands, while leading design for Transfer Express.
In decorated apparel, the show floor is the storefront
STAHLS' and Transfer Express sell to decorators and shop owners who discover what to stock next at trade shows. For three decades, the Imprinted Sportswear Shows, now Impressions Expo, in Long Beach, Atlantic City, and Dallas have been the industry's marquee events. With nearly a century of STAHLS' heritage behind it, the design challenge was to make that authority unmistakable on a crowded floor.
90+years of STAHLS' leadership in apparel decoration
1990Transfer Express founded, now the industry leader in custom heat transfers
1M+creators served by Transfer Express
Context: stahls.com · transferexpress.com · Impressions Expo (formerly the Imprinted Sportswear Shows).
Owning the floor
A large-scale STAHLS' trade-show graphic highlighting the brand's official sports partnerships, built for a strong visual presence on the show floor, alongside a range of STAHLS' and Transfer Express booth graphics and displays.
2020 Transfer Express Buyer's Guide
I led the design and production of the annual Transfer Express Buyer's Guide, a comprehensive product catalog spanning 24 chapters of product information, application techniques, and consumer pricing. Each year I refreshed it from concept through final production, including art direction for multi-day on-site photoshoots featuring models wearing the products.
Featured Mailers & Flyers
A wide range of STAHLS' and Transfer Express mailers and flyers to promote products, seasonal campaigns, services, and customer education.
Digital Assets
Campaign and product graphics across social, email, web, and event promotion for STAHLS' and Transfer Express.
Transfer Express E-Book
An educational marketing piece to help customers grow their T-shirt business through practical tips, product examples, and easy-to-follow sales ideas.
One voice, two brands, every channel
From a 24-chapter buyer's guide to a booth built to stop traffic on the Impressions Expo floor, the work gave GroupeSTAHL a consistent, confident presence everywhere its customers shop, learn, and buy.
